Pedagogy and Professional Development

Exploring the Interplay between Generative AI and Fashion Entrepreneurial Learning

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Abstract

This study explores how fashion merchandising students effectively use Generative AI (GenAI) in entrepreneurship education through the lens of Kolb’s Experiential Learning Theory (ELT). Using a case study design, 30 students completed an iterative fashion entrepreneurship project incorporating GenAI tools across four ELT dimensions: abstract conceptualization (AC), active experimentation (AE), concrete experience (CE), and reflective observation (RO). Thematic content analysis of students’ written reports revealed how students effectively use GenAI tools: GenAI proficiency, collaboration, knowledge creation, and critical thinking. Students showed the strongest GenAI engagement and effective use in the AE experiential learning dimension, particularly when conducting customer interviews, followed by substantial use in AC for business planning and market research. CE and RO reflected more limited but meaningful applications. Findings demonstrate GenAI’s potential to enhance experiential learning and entrepreneurial skill development, offering practical insights for integrating AI into fashion entrepreneurship curricula.

Keywords: Generative AI (GenAI), Experiential Learning Theory, Fashion Entrepreneurship Education, Thematic Analysis

How to Cite:

Zhang, Y. & Liu, C. C., (2025) “Exploring the Interplay between Generative AI and Fashion Entrepreneurial Learning”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21525